TORONTO and MUMBAI — Canada-based media company QYou Media announced today the results of a marketing campaign run by its Hindi language channel The Q India in partnership with Chingari, one of India’s fastest growing short-form video apps.
The three-week campaign gave digital content creators the opportunity to submit an audition video for a chance to be cast in the new Q crime fiction television series Jurm Ka Chehra (formerly Crime Aur Kanoon).
The campaign received more than 47,000 audition entries generating a total of more than one billion impressions on the Chingari platform, “marking the largest digital consumption to date of content associated with The Q,” reads a press release.
The virtual TV audition was the first of its kind in India, according to the release. As a result of the audition process, four Chingari users were selected for roles in Jurm Ka Chehra, which will premiere on The Q on Saturday, Sept. 4.
The Q and Chingari first announced their content and marketing partnership in October 2020, “when Chingari experienced explosive growth following the ban of TikTok in India in June, 2020,” says the release.
The Q channel on the Chingari platform now has more than 325,000 subscribers, according to the release.
“The Q has constantly leveraged the strength and reach of the digital ecosystem to keep audiences entertained and engaged at all times irrespective of platform,” said Krishna Menon, chief operating officer of The Q, in the release.
“Our association with Chingari is in line with our vision and we are thrilled with the response we have received on this direct outreach. We will continue to create more opportunities that will empower the digital creator ecosystem while creating content that will become synonymous with our brand at The Q.”
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